The relationship between online shopping and TV watching is becoming more highly correlated thanks to the advent of tablet devices. A recent study of shoppers in the UK revealed that online shopping is a very popular activity for consumers while they are watching TV. In fact, 45% of the survey respondents reported making an online purchase while they were watching TV.

The study also revealed that tablets are becoming as popular among consumers as HDTVs. Over half of all survey respondents said that they surf the web while they are watching TV, and only 22% said that they never do this. This was a big change from 2010 when 39% of survey respondents said they never combined web surfing and TV watching. Among young people, TV advertising seemed to have the biggest impact on their online purchasing decisions.